Recently, a number of domestic party and central media have released Lee Kum Kee's quality blockbusters, "praising Lee Kum Kee's quality advantages". Lee Kum Kee said, "This once again confirms Lee Kum Kee's 136 years of unwavering pursuit and dedication to quality, as well as Lee Kum Kee's confidence and persistence in shaping its brand differentiation through quality marketing." ”
FMCG has learned that not long ago, Lee Kum Kee and CCTV 1 released a 55-second long video version of a quality blockbuster to show consumers across the country its hardcore quality advantages.
Subsequently, the mobile app of "People's Daily", which has 200 million followers, also released an opening screen ad for the video. The strong endorsement of the Party media and the central media strongly supports Lee Kum Kee's achievements over the years by "sticking to the original intention of quality", and conveys the brand promise of "World Quality Achieves Peace of Mind".
In addition, Xinhua News Agency's official Weibo account, Guangming Daily's official Douyin account and video account, which have 110 million followers, jointly released Lee Kum Kee's new quality blockbuster and praised the quality of Lee Kum Kee, a world-renowned Chinese national brand.
At present, Lee Kum Kee's related Weibo topic #世界品质 Achievement of Safe Taste #Reading has exceeded 100 million, which has aroused heated discussions among consumers and original follow-ups. In the comments published by Xinhua News Agency, consumers expressed their high recognition of Xinhua News Agency's ability to release Lee Kum Kee's quality promotional video and endorse Lee Kum Kee's global quality, and many consumer reviews expressed their amazement and praise for Lee Kum Kee's many quality advantages.
In addition to the quality story from the perspective of the brand, Lee Kum Kee also demonstrated its dedication to the original intention of quality in a more tender way, which aroused the emotional resonance of consumers.
On this year's Mother's Day, Lee Kum Kee teamed up with People's Daily, China's top party media, to launch the micro-documentary "The Taste of Mother", which told the audience a series of touching stories about the "taste of mother". Lee Kum Kee is also the first condiment brand selected by People's Daily to jointly create a customized multi-story micro-documentary.
In the comment area of the official blog of "People's Daily", netizens also expressed their love for this documentary. The story evokes memories of many families and Lee Kum Kee products, especially many consumers who have studied abroad and shared the idea that overseas students can reminisce about the taste of their mothers and the taste of their hometown depends on Lee Kum Kee, confirming the brand value of Lee Kum Kee's "136 years of protecting the taste of mothers with world quality".
"In the matter of guarding the 'taste of mother', we have always adhered to the original intention of quality and guarded the taste of mother with world quality for 136 years." Lee Kum Kee said.
At present, the Mother's Day video has been reposted by 75 media outlets, and the Weibo topic has been read nearly 100 million. The video "Mother's Taste" released by Lee Kum Kee's official Douyin account has become the No. 1 hot topic on Mother's Day on the Douyin hot list.
Lee Kum Kee was founded in 1888 by Mr. Lee Kum Sheung, the founder of Lee Kum Kee, who invented oyster sauce in Nanshui Town, Zhuhai, Guangdong Province.
Lee Kum Kee is headquartered in Hong Kong, China, and has set up production bases in other regions such as the United States, Malaysia, and Xinhui and Whampoa in China. The factory in Qibao Town, Xinhui District, Guangdong Province covers an area of 2,000 acres. After more than 130 years of continuous development, Lee Kum Kee has become a household name in the sauce kingdom, successfully building a century-old national enterprise and becoming an international brand of "quality and confidence" of Chinese national enterprises.